Showing the increasing popularity and marketability of the men’s component of London fashion week, London Collections: Men, Burberry have today announced that their most recent Milan Fashion Week men’s catwalk was also their last. After more than a decade of showing in Milan, they’re setting their eyes on their natural home of London for their spring 2014 menswear show.

Ever keen to further the brand’s association with its British heritage, the change in city comes after Burberry moved their Prorsum women’s show from Milan to London back in 2009. Why so late on either front? London wasn’t ready for them. London Fashion Week may be considered one of the top 4 weeks, but it’s certainly not equal to its Milanese of Parisian counterparts. And therein lies a strength for Burberry: their size and marketing know-how has allowed them to be the focus in London. They’re now set to dominate London’s men’s fashion week too.

The spring 2014 London Collections: Men showings will next be held this June.